Melbourne’s cult-favourite chilli brand Bippi and Italian grocer LaManna have joined forces to create an immersive pop-up experience that brings to life the sights, sounds and smells of Nonno and Nonna’s house.

Launching Saturday 23 May at LaManna Essendon Fields, the museum-style pop-up – Casa Della Nonna – pays homage to everything you’d expect to find in Nonno and Nonna’s house. From the iconic plastic-covered couch, to religious paraphernalia, infinite doilies and the aroma of home-cooked pasta, visitors will be taken on a multi-sensory journey, learning the story and cultural significance behind every item through irreverent, though loving, informative plaques and interactive touchpoints.

Celebration of Italian culture

Founder and CEO of Bippi, Ben Circosta, said the residency was a celebration of Italian culture and a tribute to beloved Nonnos and Nonnas everywhere. An Italian grandson himself, it was Ben’s own Nonna who inspired him to create Bippi and bring her handmade recipes to a wider audience, making the pop-up personal.

“We wanted to create an immersive experience that feels like stepping into a traditional Italian family home, with every detail reflecting daily rituals, routines and cosy familiarity,” he said.

“For visitors with Italian heritage, every element will bring fond memories and nostalgia. Those without Italian backgrounds will get a real sense of what it’s like to visit Nonno and Nonna’s house. It’s a playful tribute to everything we love about them.”

Six week campaign

Running for six weeks, customers will be able to visit the pop-up during LaManna’s opening hours, with plenty of Instagrammable moments, product tastings and kids’ activities on offer.

To celebrate the launch, the first 100 customers to visit the pop-up will receive a free serving of homemade pasta, with plenty of opportunities to win Bippi prizes including a ‘Spin the Wheel’ and a Taralli (Italian snack) guessing game.

Hawthorn Football Club Player Massimo D’Ambrosio will be making a special appearance with his Nonno from 10am – 1pm. Hawks fans will have the opportunity to take photos with Massimo, while his Instagram-famous Nonno will challenge customers to the traditional Italian card game of Briscola – anyone who beats him takes home a free Bippi product.

The celebrations continue on Saturday 13 June where customers can bring a grandparent to LaManna to receive a free coffee. “We invite all Melburnians to stop by and visit – whether you love Italian food, have an interest in Italian culture, or just want to experience something new, there’s something for the whole family,” Mr Circosta said.